This spring, Heineken USA’s Dos Equis brand will leverage the success of its 2013 Dos de Mayo program by inviting consumers of legal drinking age to take a new path and discover more interesting and more meaningful celebrations leading up to the Cinco de Mayo holiday on May 5. This year’s Dos de Mayo retail and on-premise program includes special limited-edition packaging, Cinco de Mayo-themed cross-merchandising offers at retail, and a proprietary Dos de Mayo photo app for on-premise gatherings.

In 2013, the inaugural year of its Dos de Mayo program, Dos Equis sales increased double-digits at retail and outpaced other key Mexican competitors when on feature, display or both, according to Heineken USA, White Plains, N.Y. Dos Equis Ambar experienced a 160 percent lift, and Dos Equis Lager increased 134 percent when on feature and display during the Cinco de Mayo season, according to Nielsen, New York.

At retail, limited-edition bottle labels and packaging that feature one-of-a-kind Cinco de Mayo-themed artwork will stand out on shelves and on display to encourage impulse purchases, the company says. Additionally, exclusive partnerships between Dos Equis and a variety of Cinco de Mayo party essential brands, including Avocados from Mexico, RiceSelects, La Tortilla Factory, Cholulu Hot Sauce and 1800 Tequila, will provide shoppers with instant redeemable coupon and mail-in rebate offers and retailers with secondary display opportunities to drive higher basket rings. Displays and point-of-sale (POS) materials, including price cards, tuck cards, Most Interesting Man Standees, and a new eight-case stacker equipped with a shelf ideal for cross-merchandising partner products, also will draw attention and encourage purchase of Dos Equis and Cinco de Mayo party essentials, it notes.

On-premise, Dos de Mayo-themed POS and party items, such as straw cowboy hats, beads, buckets and noise-makers, will grab attention and encourage consumers to engage with the Dos Equis custom photo app. POS materials will prompt consumers to download the app where they can snap photos, customize them with Cinco de Mayo-themed frames and stamps, and share them with friends and Dos Equis’ 3 million fans via Facebook. Consumers also can share the photos through email or other social networks. The Dos Equis Dos de Mayo photo app even allows patrons to add the Most Interesting Man himself to their photos.

“Dos de Mayo is unique to Dos Equis,” said Gwendolyn Boyce, brand director for Dos Equis, in a statement. “We are excited to bring back our Dos de Mayo program this year in an even bigger and more interesting way. This year’s program encourages our consumers to come together in new ways and celebrate with Dos Equis whether at home or out with friends at a favorite bar. It also provides all of the elements retailers and on-premise accounts need to drive sales of premium Dos Equis lager and Ambar during the weeks leading up to and including Dos and Cinco de Mayo.”

The Dos Equis Dos de Mayo program will run from April 1 through May 5. Limited-edition packaging will be available on six-, 12 and 24-packs of Dos Equis Lager and Dos Equis Ambar.